MODERN SEARCH

FUNDAMENTALS OF SMART BIDDING, MEASUREMENT, &

CREATIVE EXCELLENCE

MAY 9, 2019

AGENDATHURSDAY, MAY 9TH:INTRODUCTION TO AI & AUDIENCE

FRIDAY, MAY 10TH:FUNDAMENTALS OF SMART BIDDING, MEASUREMENT, & CREATIVE EXCELLENCE

FRIDAY, MAY 17TH:KEY UPDATES FROM GOOGLE MARKETING LIVE

THURSDAY, MAY 30TH:BING & AI, CO-HOSTED WITH BING

HEATHER DASETNETELIXIR

MARKETING & EVENTS

SPEAKERS

MANISH MOHANDIRECTOR OF PAID MEDIA

WE HELP RETAIL BRANDS FIND & ACQUIRE NEW CUSTOMERS

OUR MISSION IS TO HELP COMPANIES SUCCEED ONLINE BY

HUMANIZING EVERY CLICK.

130+ TEAM MEMBERS

3 GLOBAL OFFICES

FEATURED PARTNERSHIPS

OUR SOLUTIONS

PAID SEARCH

ORGANIC SEARCH

PAID SOCIAL

WEB ANALYTICS CONSULTING & CRO

AMAZON ADS

ECOMMERCE TECH DEVELOPMENT SERVICES

Our integrated digital marketing approach

helps brands own the search barOWN THE SEARCH BAR, EVERYWHERE

AUTOMATIONSmart Campaigns

Smart BiddingDynamic Search Ads

MODERN SEARCH

CREATIVE EXCELLENCEResponsive Search AdsResponsive Display Ads

MEASUREMENT

Prominence MetricsNon-Last Click Attribution

Experiments

TARGETINGDetailed Demographics

Advanced Audience Segments

AUTOMATIONSmart Campaigns

Smart Bidding

ADOPT A PHASED TRANSITION TO SMART BIDDINGA

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MANUAL BIDDING

SMARTBIDDING

AUTOMATED BIDDING SIGNALSA

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• Be selective - all campaigns don’t need smart bidding!

• Test Enhanced CPC | TROAS | TCPA based on business goals

• Map budgets to each smart bidding algorithm

• Eliminate contextual signals that corrupt the data

• Change goals based on seasonality & conversion delay

• Optimize creative by identifying winning phrases

SIX STEP PROCESS TO LAUNCH SMART BIDDINGA

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• Set up multiple smart shopping campaigns for top categories

• Identify Target ROAS that’s realistic to maintain traffic levels

• Group low priority products into a catch all smart campaign

• Avoid overlap with pre-existing regular shopping campaigns

• Move goals based on seasonality

ARE SMART CAMPAIGNS A BLACK BOX?A

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INITIAL RESULTS: MACHINES VS HUMANSA

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CREATIVE EXCELLENCEResponsive Search AdsResponsive Display Ads

INCREMENTAL VALUE PLATEAUS BEYOND 3 ETASA

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RESPONSIVE ADS BRIDGE CREATIVE & CONTEXTA

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• Segment your brand story into 15 headlines & 4 descriptions

• Test RSA for top traffic generating campaigns

• Use conclusive data from step 2 to expand into other campaigns

• Pin what you want your customers to see every single time!

• You are now testing 100’s of ad variants. Give it time before you analyze

• Measure incrementality from RSAs

SIX STEP LAUNCH PLAN FOR RESPONSIVE ADSA

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• Added RSAs in ad groups that drove 80% of total traffic

• 47% higher CTR and 42% lower CPC

• 50% better ROAS

• 91% creative excellence score which is way above industry standard

RSA DRIVES +47% CTR FOR A LEADING COMPUTER MANUFACTURER

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MEASUREMENTNon-Last Click Attribution

Prominence Metrics

EVOLUTION TO THE DATA DRIVEN MODELA

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• Last click attribution data feeds incorrect signals into the AI engine

• New customer acquisition gets throttled as AI chases higher ROI terms

• Use NLC in Google Ads to enable better decisions by smart bidding and smart campaigns

SMART BIDDING SUCCESS DEPENDS ON NLC ATTRIBUTIONA

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• Compare last clicks vs DDA data for every campaign over 4-12 weeks

• Re-assess what your media plan would have been if DDA was the primary attribution

• Switch to DDA retaining current budgets and bids for top performing assets.

• Once data starts flowing in, adjust budgets as per step 2 to let upper funnel terms generate qualified traffic

• Be prepared to see a drop in ROAS for your previously high ROAS assets with the overall account ROAS being stable

• Monitor variance in data between Google Ads and your primary Analytics platform and adjust budgets and bids accordingly.

SIX STEP PLAN TO SWITCH TO DDAA

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• Client has always used last click attribution since inception

• NetElixir implemented the phased approach to switch to DDA

• Upper funnel campaigns started getting traction and better credit for driving conversions

• ROAS (as reported through last click in GA) went up by 33% due to the redistributed spend across campaigns in Google Ads based on DDA.

DRIVING SUCCESS FOR A LEADING KITCHENWARE BRANDA

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Focus on automation, creative excellence, targeting and measurement

Select smart bidding technique based on business goals and category nuances

Test RSAs in top traffic generating campaigns to get statistically significant data on winning phrases

Smart bidding success depends on NLC attribution

MODERN SEARCH RECAP